New UAE Rule: Social media promo posts now require a permit

A quick update for content creators and influencers — the UAE has introduced new regulations affecting promotional content shared online.

The UAE Media Council has announced that all individuals posting promotional content on social media, whether paid or unpaid, must now obtain an advertiser permit. The new rule, which came into effect on Wednesday, July 30, is designed to increase transparency and professionalism within the influencer and content creation industry.

As part of this initiative, advertising permits will be free for the first three years. Existing permits will remain valid until their expiry dates, after which creators can apply for renewals.

Content creators visiting the UAE will also need to apply for a visitor advertising permit, which will allow them to post promotional content while in the country. This temporary permit is valid for three months, with a one-time renewal option for an additional three months.

The implementation of both types of permits will begin simultaneously and will be fully enforced within the next three months. The UAE Media Council will also release an official list of approved advertising and talent agencies during this rollout.

Some exemptions apply: individuals promoting their own products or businesses through personal accounts will not be required to obtain a permit. In addition, minors under 18 participating in educational, athletic, cultural, or awareness activities are also exempt.

Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council, commented:

“We are committed to supporting the content economy as a vital component of the future economy and a key driver of growth in the digital era.

We believe creative talent is the cornerstone of this rapidly growing sector, both locally and globally. That’s why we are focused on updating legislation and launching strategic initiatives that foster an enabling environment for individuals and companies, while strengthening the sector’s contribution to the national economy in alignment with the UAE’s future vision and ambitions.”

This new rule builds on regulations introduced in May 2025, which require content creators who earn income from their online platforms to obtain a business license — an additional step that previously wasn’t required alongside the media license. However, fees for the business license will be waived for the next three years.

While these updates add a few more formalities for professional influencers, they form part of a broader regulatory framework introduced by the UAE Media Council. The goal is to ensure that content across digital and traditional platforms remains ethical, responsible, and high-quality.

The Council is also working to implement age rating systems for media content and is developing new licensing policies for digital news platforms.

This move comes as part of the first major overhaul of media legislation in over 40 years in the UAE, aimed at future-proofing the country's media landscape in light of rapid advances in AI, digital media, gaming, and on-demand broadcasting.